Polish An Image Online

There has been a proliferation of companies that work online, behind-the-scenes and undisclosed to help polish the online image and perception of public issues, controversy or corporations who need help. Let me give you an example –

A major motion picture is being promoted that stars some controversial actors. These actors and the movie are being debated online by bloggers and on social networking sites, like Facebook and MySpace, and not all of what’s said is favorable. So, publicists for the movie company hire an online damage control company to intervene online and work aggressively to sway negative opinions.

This practice is permeating every corner of the online world, fueled by thousands of hired guns with the expertise who sit for hours before computer screens, and spew out talking points on the comment sections of blogs and get involved on social networking sites.

Newsweek carried an excellent story earlier this year about what’s going on. I predict it has intensified this campaign season.

I asked few friends in PR leadership positions at major agencies what they thought about it. Most expressed concern that such subterfuge-style damage control practice might ultimately hurt the credibility of blogs in general.

What do you think?

Category: Reputation management, Web 2.0